DNP Aims to Boost Name Recognition of Japanese Goods for Inbound Chinese Visitors with New Service

Dai Nippon Printing Co., Ltd. (DNP) has launched a service designed to boost
name recognition of Japanese goods and services, as well as promoting real store
visits, by listing such information in itineraries distributed to Chinese cruise
ship passengers planning to visit Japan.

[Background]

Almost 20 million inbound visitors arrived in Japan in 2015, setting a new
record.

In particular, against the backdrop of an easing in visa requirements and
the softer Japanese yen, there has been a sharp increase in the number of Chinese
visitors, and further growth in Chinese tourism to Japan is expected. As a consequence
of this development, many Japanese companies are strengthening marketing measures
targeting inbound tourism designed to boost the name recognition, and subsequent,
sales of their products and services, with increased effort on improving services
targeting Chinese visitors. DNP already offers a variety of services for inbound
travelers, such as navigation systems for guidance-based digital signage at
various commercial facilities, the distribution of customer support applications
for tablet terminals, and tablet terminal-based interpreter/operator guidance
services.

In this latest development, DNP, in conjunction with two major China-based
travel agencies, has launched a service designed to boost the name recognition
of Japanese goods and services, as well as promote real store visits by Chinese
tourists planning to visit Japan.

[Service Features]

Under the newly launched service, the major Chinese travel agencies will
distribute itineraries to Chinese cruise ship passengers planning to visit Japan.
At the same time, however, concerns have recently emerged for a slowdown in
the Chinese economic markets and worries are being expressed regarding possible
falls in the numbers of inbound Chinese visitors to Japan and reduced spending.
In the face of this challenge, DNP has developed an original media with an outreach
to Chinese visitors, and aims to firmly capture repeat visitors, who are expected
continue to increase even amongst forecasts for a broader downturn.

[Cruise Ship Itinerary]

The cruise itinerary is an A5, 16 page booklet comprised of a travel itinerary,
basic information on Japan, including an introduction to Japanese culture, and
other notes. The final four pages are advertisements, listing goods and services
from Japanese companies. DNP has entered into a tie up with two major China-based
travel agencies regarding the rights to use these advertisements. These ads
make it possible to reach out to the approximately 5,000 cruise passengers that
would be the maximum capacity of a single large-scale cruise ship. In addition
to the ads, DNP has also caters for ad production in a design that appeals specifically
to Chinese tourists. The ad effect is expected to be increased by the fact that
cruise passengers generally carry the itinerary with them at all times, and
tend to refer to it as a way to pass time on long journeys.

[Advertising Rates (per vessel on a pre-tax basis)]

Quarter page: JPY 1.0 million

Half page: JPY 1.5 million

Full page: JPY 2.0 million

* Prices current as of February 2016. Fees may be adjusted
without notice, as a result of changes in foreign exchange rates etc.

[Forward Looking Developments]

DNP will implement advertising that is effective in targeting Chinese visitors
to Japan, mainly offering this service to companies looking for such visitors
to purchase and use their products and services, aiming for a total of 800 million
yen in sales over a five year period. In addition to deploying similar measures
targeting visitors from Southeast Asia, in particular Thailand, the Company
will also develop and offer other marketing measures for inbound tourists.

* Product prices, specification and service contents mentioned in this news
release are current as of the date of publication. They may be changed at any
time without notice.